New Nextdoor research reveals how neighbors are planning, spending, and leaning on community this season.
Back-to-school season carries a lot of weight for families. New research from Nextdoor's consumer insights team finds that 81% of parents on the platform look forward to their kids going back to school, and 89% see the shopping that comes with it as an opportunity to connect with their children. At the same time, 68% describe the process as stressful, driven by rising costs, crowded stores, and the pressure to find the best deals.
That mix of genuine excitement and real financial pressure defines how parents are approaching 2026. For brands trying to reach this audience, understanding that tension is as important as knowing the category spend numbers.
More than half of parents on Nextdoor plan to start their back-to-school shopping by early July. That timing matters. Brands that treat back-to-school as primarily an August event are likely arriving after many decisions have already been shaped, and when competitive pressure is highest. The data makes a clear case for building awareness early and staying present across a season that runs from June through September.
Parents on Nextdoor expect to spend $746 this back-to-school season, outpacing the general population in categories like electronics (18% more) and dorm essentials (31% more). 70% plan to spend more than last year. Rising prices are the primary driver — not discretionary enthusiasm — and parents are responding accordingly. 62% plan to compare prices across retailers, 49% will wait for sales and promotions, and 55% expect major shopping events like Prime Day to significantly influence their purchases, a rate 20% higher than the general population.
Retailer decisions are also more fluid than they might appear. Across every major category — clothing and footwear, electronics, books, school supplies, dorm essentials — roughly half of parents still haven't decided where they'll shop. That window stays open well into the season.
85% of parents on Nextdoor expect to rely on the platform for at least one aspect of back-to-school planning. The top reasons: product recommendations (46%), advice from other parents (42%), and learning about local sales or deals (42%). The local-first nature of Nextdoor makes it a natural fit for this kind of decision-making — parents asking neighbors what worked, what to skip, and where to find things nearby. That's a different kind of signal than what national feeds surface.
For advertisers, the context matters. Parents on Nextdoor aren't passively scrolling — they're actively seeking guidance from people they trust in their community. Reaching them here, especially early in the season, means showing up where real consideration happens.
Children are the top influence on back-to-school purchase decisions, cited by 62% of parents. School supply lists come next at 57%. Social media advertising ranks fourth at 27% — a rate 50% higher than the general population — which means social ads matter, but they work best when anchored in what children actually need rather than lifestyle aspiration or brand-first positioning.
The most common concern parents on Nextdoor report for the upcoming school year is their child's mental health, cited by 55% — 22% higher than the general population. Academic performance and safety follow closely. Messaging that acknowledges the full scope of what families are managing tends to land differently than content focused solely on readiness or achievement.
Community shows up concretely in the data too. 51% of parents on Nextdoor plan to purchase extra classroom supplies for their child's teacher. 49% will contribute to a classroom wish list. 40% plan to donate or pass along gently used items. All three figures run significantly higher than the general population — a reflection of the neighborhood-level values that define how people engage on Nextdoor.
Once classes resume, household routines shift. 50% of parents buy more snacks, 44% spend more on groceries overall, and 43% order takeout or delivery more frequently — at a rate 65% higher than the general population. For food, CPG, and restaurant brands, back-to-school marks the start of a sustained period of changed household behavior, not the end of a shopping window.
Want to explore the complete findings? This summary highlights key insights from our research, but there's much more to discover. For the full report with detailed data, additional audience segments, and strategic recommendations for your campaigns, reach out to Jacob Chavis, Customer Analytics & Insights Manager, at jchavis@nextdoor.com. Our team can help you apply these insights to reach high-intent neighbors at the moments that matter most.